adidas Originals x size? — ’90s City Series
3D Modelling & Retro Animation
1. The Creative Challenge
To launch the exclusive size? drop of the adidas Originals ’90s City Series’, the campaign required a compelling visual tribute to 1990s football and terrace culture. The challenge was to highlight three distinct sneaker icons: the London, the Dublin, and the Glasgow - by accurately translating their unique, tactile physical materials into a digital space, all while leaning into a nostalgic, retro-digital aesthetic that felt authentic to 90s broadcast graphics.
2. The Solution
3D Modelling & Tactile Texturing I handled the 3D modelling and animation for the campaign, focusing heavily on capturing the distinct textures of the collection. I recreated the clean white leather of the London, the signature green suede and orange stripes of the Dublin, and the navy tones of the Glasgow in 3D space, ensuring details like the classic gum soles felt rich and realistic.
Retro Art Direction & Motion Reconnecting with past collaborator Kieran Rid at ladela.studio, we aimed for a specific retro-digital aesthetic to match the nostalgia of the collection. I drew heavy inspiration from archival terrace culture and 90s television graphics, intentionally keeping the technical and rendering limitations of the era in mind to give the motion a genuine, era-specific charm.
3. The Outcome
The project resulted in a stylised, high-impact 3D campaign that successfully bridged the gap between vintage football nostalgia and modern retail marketing. The final animations provided a distinct visual identity for the launch, serving as the core creative assets featured across the official size? blog and social channels for this exclusive release.
